From the kitchen to the world
Sue Ismiel is the founder and creator of Nad's. SkillsOne chats to Sue about how she grew her business from a pot in her kitchen to an internationally recognised name. We chat about how she started, the power of a positive thought, and how she created her success.
Nad’s is an Australian family-owned company with a global reputation.
Nad’s was founded in 1992 by Sue Ismiel, a mother who created an extremely effective natural, no heat, hair removal product for her young daughter from ingredients she found in her own kitchen.
The use of Nad’s Natural Hair Removal Gel spread from Sue Ismiel’s family to friends, and in what seemed like a blink of an eye, to the entire consumer market of Australia, winning awards and dominating its category.
In 1998 Nad’s Natural Hair Removal Gel entered the United States market in what was the most successful product launch of its kind, and is now also sold in the UK, New Zealand and Middle East.
The phenomenal success of this one product provided a platform for Nad’s to develop a range of depilatory and skincare products, and acquire a reputation as experts in hair removal.
Today Sue Ismiel is the Managing Director.
Sue’s daughters Nadine, Natalie and Naomi Ismiel are also actively involved in the day-to-day running of the company, working alongside the team.
Nad’s uses ingredients from sources as close to nature as possible, and invests in extensive research to ensure the best quality products for both men and women.
In the Guinness Book of Records, coming in at less than two 2 minutes per person, Sue waxed 32 pairs of male and female legs in an hour, breaking the record set in 2002 by English beautician Laura Mitchell who hot waxed 22 pairs of legs in an hour.